Social Media Monitoring and Competitive Intelligence

1. Social Media Monitoring and
Competitive Intelligence
Social Media Monitoring and Competitive Intelligence

2. Monitoring and Competitive Intelligence?
Monitoring brands and conversations online allows:
collect information on what the people are talking
about keywords like names of brands, products and
competitors.
Competitive Intelligence, according to ABRAIC, is the
“process that embraces the ethical search and
collecting of data, reports, formal and informal
information (both the macro-environment as the
competitive and internal company environment),
filtered and integrated analysis and their
dissemination”.
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Social Media Monitoring and Competitive Intelligence

3. Monitoring and Competitive Intelligence?
A company can not be conceived only in
terms of competitors and customers. Macro-
environment, cultural changes, trends,
suppliers, citizens, stakeholders, economy
and etc are actors and entities that influence the
development of business opportunities and threats.
You can use the collective
intelligence available on the Internet to collect
data, identify trends and predict changes that will
affect the company.
pt.fotolia.com
Social Media Monitoring and Competitive Intelligence

4. New Sources of Information
Most of systematizations of Competitive Intelligence defines four
groups of information sources :
- Government: regulatory agencies, regular publications, patents and
trademarks, competitive bids etc.
- Specialized Interest Sources: publications, consultants, position
papers, faculty, industry research centers, etc.
- Private Sector: former employees of the target company, internet
home pages, customers and suppliers, proprietary research firms,
advertising and marketing agencies, in-house publications etc.
- Media: articles, reporters, obituaries, advertisements and want ads,
marketing studies and media kits, special issues etc.
Social Media Monitoring and Competitive Intelligence

5. Classic Sources of Information
Today, with the spread of production and access through
information technology, all these four sources of data cited are in
greater or lesser extent on the Internet.
But with Web 2.0 and social media, presence, relationships, events
and conversations of users will also combine into a group of fifth
source of information.
Therefore, the content and online social networks of people in
general should be observed. Social Media Monitoring and related
softwares can be used in this process.
Social Media Monitoring and Competitive Intelligence

6. Types of Monitoring
Commonly, brand and conversations monitoring
on the Internet can be identified in one of four
types:
- Brand Monitoring
- Competitive Monitoring
- Industry Monitoring
- Publics Monitoring
Social Media Monitoring and Competitive Intelligence

7. Types of Monitoring
Brands and competition monitoring are the most
common and usually the first step taken by
companies.
Competitive and Industry Monitoring require
more effort and investment, but can bring many
indirect inputs of information.
Social Media Monitoring and Competitive Intelligence

8. Types of Monitoring
Examples of obtainable information:
- For a B2B company, how about the health of the brand of
client companies?
- Any trend indicates the creation or dissemination of
alternatives to your product and service?
- Some technique, methodology or process differential in your
company is now taught in courses?
- Has been created a neologism for a service you already offer?
- Leaders of two competitors began to relate online?
- What are the capabilities of new employees from competitors?
Social Media Monitoring and Competitive Intelligence

9. CI and Monitoring Process
Scheme (Lisa Callaghan)
about how the Internet can be
a center in the competitive
intelligence process.
Replacing "internet" with
"monitoring techniques and
software" we can think the
process similarly.
Esquema de Lisa Callaghan publicado no livro
“Controversies in Competitive Intelligence”
Social Media Monitoring and Competitive Intelligence

10. CI and Monitoring Process
Data Collection
Quality: identify priorities; setting goals; list information needed;
etc.
Scope: choose media (news, blogs, linkedin, twitter)
according to the goals; identify hubs,stakeholders and influencers;
list key entities, etc.
Method and Search Parameters: define keywords; add parameters
to increase accuracy; refine searches according to diagnosed
proximity
Social Media Monitoring and Competitive Intelligence

11. CI and Monitoring Process
Analysis
Volume: establishment of relevant indicators; dynamic comparison
of data; levels of accuracy etc.
Importance: define what is more important to be examined in
depth; priorities internet, etc.
Capacity and Source: develop capacity to interpret, identify and
solicit outside analysts; cross social media data with survey data,
etc.
Social Media Monitoring and Competitive Intelligence

12. CI and Monitoring Process
Distribution
Communication Style: define intelligence products (alerts, reports,
analysis, etc.); style of presentation according to available time and
training; organizational tags, etc.
Acess: define who can access what type of intelligence product;
target according to the department; etc.
Security: guide staff and stakeholders on security criteria; periodic
reinforcement of security (passwords, authorization levels); etc.
Social Media Monitoring and Competitive Intelligence

13. Examples of Social Media Information
- Consumer Trends
One example is to observe the
trend of social consumption over
time and act (product
development, eg.) at the right
time.
The increase in positive
mentions to a product can show
its increasing social acceptability.
Social Media Monitoring and Competitive Intelligence

14. Examples of Social Media Information
- Search x Content
Using tools like Google Insights
enables to observe how product
launches generate demand for
information and in some cases,
official media coverage.
The graph shows a line
representing the search for the
brand name while the other shows
the search by product category.
The lines have similar
progression. In 2008 and 2009
almost repeated themselves, but
the launch of an inappropriate
product broke the trend in 2010.
Social Media Monitoring and Competitive Intelligence

15. Examples of Social Media Information
- Professional
Network
Using LinkedIn, for example, is
increasingly accepted as one of
the standards setting of
professional linkage.
You can analyze online
professionals networks and
perceive changes in professional
interests of key competitors.
Social Media Monitoring and Competitive Intelligence

16. Examples of Social Media Information
- Shared Contacts
Observe contacts shared by
stakeholders of specific companies allows
to identify what vehicles, professionals
and partners in common are references to
these decision makers.
Social Media Monitoring and Competitive Intelligence

17. Examples of Social Media Information
- Temporal Changes
The images show on cloud of tags, the time course
of most frequent words in the description of a
company from 1996 to 2010.
1996 2002 2006 2010
Social Media Monitoring and Competitive Intelligence

18. References More
- ABRAIC
- SCIP
- Controversies in Competitive
Intelligence: The Enduring Issues
- The Manager's Guide to
Competitive Intelligence
Social Media Monitoring and Competitive Intelligence

19. Get in Touch:
Tarcízio Silva
www.tarciziosilva.com.br
www.slideshare.net/tarushijio
www.linkedin.com/in/tarciziosilva
www.twitter.com/tarushijio
eu@tarciziosilva.com.br
Social Media Monitoring and Competitive Intelligence